To raise awareness of her bridal line, fashion designer Carolina Herrera is launching her first social media contest. Beginning Sept. 1, Herrera is inviting brides-to-be to submit their wedding ideas such as flowers, venus, table decorations, invites, and of course, wedding dresses on Pinterest.

The 74-year-old designer will personally select a winner who will be revealed on the brand’s blog on Valentine’s Day. The future bride will also be invited to Herrera’s atelier for her final dress fitting and have the entire process documented in an upcoming magazine spread of Town & Country.

“We want to play into the process, and they need time to make up their minds,” Herrera told Women’s Wear Daily.

Not surprisingly, wedding planning boards are among the most popular on Pinterest and Herrera wants to tap into that market. Her fashion line currently has 5,300 followers and 40 boards on its page. “For a bride, Pinterest is very important,” she explained. “Brides are sometimes confused at the beginning, and Pinterest helps. Everything is instantly there.”

The social media contest will run through Dec. 15. For maximum exposure, contestants are encouraged to use the hashtag #carolinaherrerainspiredbride on Facebook and Twitter as well.

“It’s going to be like Project Runway,” revealed Herrera, “But in secret.”